Golden kamuy is a japanese comic book about the journey of an ainu girl and a former soldier. The ainu are the original inhabitants of the extremely cold region of hokkaido.

Our challenge is to create a buzz at the timing of the final chapter’s release. In the japanese comic books market, conclusion of story is a great opportunity to obtain new audience of readers. However, most advertisements to commemorate the conclusion of a comic end up only generating excitement among existing fans. So, we took on the challenge of creating buzz beyond the fans and contributing to comics sales.

The idea is to launch the advertisement using the snowfield as the first ever media. That is the land where main characters travelled by their walks. The idea was very intimate with the characteristics of the story.